MTV LOOKING FOR "DIRECT" HIT, VH1 GEARS UP FOR FASHION

Delighted by the popularity and branding of "TRL," MTV is taking video requests to another level. The music channel will launch a live, interactive hip-hop show this fall that allows viewers to be the VJ through an online voting system. The show, "Direct Effect"--also called "DFX" presumably because the network's research geeks found various stat reports and charts showing the demographic embrace of three-lettered-acronymed programs--will let fans choose the videos played by logging on to MTV.com during the show and voting for the next video.

In addition to viewer interactivity, the "DFX" will feature celebrity interviews, live performances, music reviews and tech reports. "DFX" premieres September 25 and will be hosted by "Real World" Hawaii's Teck with Funkmaster Flex as his sidekick DJ. Each episode will include a special segment called "Leighbonics" on how to tell what the hell HITS' own mixmaster Ricky Mensh is talking about.

Meanwhile, MTV kin VH1 is gearing up for its upcoming "VH1/Vogue Fashion Awards." The occasion will be saturated with music celebs like Toni Braxtion, Macy Gray, Faith Hill, Beck, Enrique Iglesias, Jon Bon Jovi, Janet Jackson, Sting in addition to several screen and fashion stars, but we don't really care about them.

The boomer video network won't be outdone in adding computer technology to the pizzazz of television. The "Fashion Awards" winners in the category of "Designer of the Year," "Most Stylish Video" and "Visionary Video" were selected by online visitors to the VH1.com and Vogue.com Web sites.

Actor Cuba Gooding Jr. and supermodel Gisele Bundchen are slated to host the haute affair, which will be broadcast live October 20. There will not be a category for "MostSweat-Stained Running Suit Worn by Ricky Leigh Without Underwear."